Facebook Reels Coming to the US: Facebook vs. TikTok

Facebook Introduces Reels to U.S. Users

Reels, the short-form video format, is now being implemented on Facebook within the United States. The company announced today the commencement of testing for a new feature, Facebook Reels, enabling users to both create and distribute concise video content directly through the News Feed or within Facebook Groups.

Expanding Availability

This rollout represents an extension of earlier trials initiated this year in India, Mexico, and Canada. These initial tests centered on delivering short-form videos to Facebook users, including the sharing of pre-existing Instagram Reels content to Facebook, as previously documented.

Instagram Reels on Facebook

Furthermore, Facebook will also be testing a new option for Instagram creators in the U.S. This will allow them to showcase their Instagram Reels as recommended content on Facebook. Should creators choose to participate, their videos will be featured in the “Reels” section within users’ News Feeds, alongside content created natively on Facebook.

Accessing Reels Creation Tools

Multiple access points will be available for users to initiate Reels creation on Facebook as the feature launches.

Initially, a “Create” button will be accessible from the Reels section while scrolling through the News Feed, while viewing Reels, or by selecting “Reels” at the top of the News Feed.

Creation and Editing Capabilities

Upon accessing the creation interface, users will have access to a comprehensive suite of tools. These include video capture functionality, music selection options, the ability to import from the camera roll, timed text features, and more – mirroring the experience on Instagram.

For audio integration, users can select tracks from Facebook’s music library, record original audio, or utilize audio from other public Reels. A range of effects and editing tools are also provided, such as a timer for hands-free recording, speed controls for video segments, and augmented reality effects developed by Facebook and third-party developers.

Feature Parity and Future Development

Facebook has stated that, for the present, “most” of the features available on Instagram Reels will also be present on Facebook Reels. Additional features, like Remix (akin to TikTok’s Duets), will be integrated over time as the testing phase expands.

The user interface for Reels on Facebook may also evolve based on user feedback, potentially diverging from the Instagram version.

Sharing and Privacy Options

After creating a Reel, users can specify their desired audience – “Friends,” a custom audience (“Friends except…”), or the public. The public setting is the default.

Integration with Facebook Groups

The feature will be fully integrated within Facebook Groups, allowing Reels to be created and shared with community members who share common interests.

Browsing and Engagement

Users can access their past creations through “My Reels” and discover content from others in the News Feed, select Groups, and Pages. Standard engagement options – liking, commenting, and sharing – will be available, similar to other post types. Reels will also appear in Search results.

Personalized Recommendations

Content recommendations for Reels, like much of Facebook’s content, will be based on user interests, engagement patterns, and overall popularity. This applies to both shared Instagram Reels and natively created Facebook Reels.

Driven by Video Consumption

Facebook explained that the decision to introduce Reels to Facebook is a direct response to the increasing consumer preference for video content, particularly short-form video. Currently, video accounts for nearly half of all time spent on the platform.

During Facebook’s recent earnings call, CEO Mark Zuckerberg highlighted that Reels is “already the largest contributor to engagement growth on Instagram,” emphasizing the popularity of this video format.

Facilitating Cross-Platform Creation

Zuckerberg stated, “We’re very focused on making it easy for anyone to create video, and then for those videos to be viewed across all of our different services, starting with Facebook and Instagram first.”

Addressing Distinct Audiences

Facebook recognizes that users often maintain separate communities and audiences on Instagram and Facebook, and a simple cross-posting solution may not be sufficient.

Opt-In for Instagram Creators

To cater to creators who wish to reach Facebook’s extensive user base, an opt-in feature will allow Instagram Reels to be shared on Facebook. This is particularly beneficial for content with broad appeal.

Creator Visibility and Remixing

Shared Reels will display the creator’s Instagram username, fostering follower growth. Creators can also permit remixing of their Reels and reuse of their original audio, mirroring functionality found on TikTok.

Ongoing Testing

This feature is being launched as a “test” initially.

Monetization Plans

While Instagram Reels are already being monetized through advertisements, Facebook Reels currently do not include ads. However, a Facebook spokesperson confirmed that “we plan to roll out ads in the future.”

Reels, Facebook’s response to the increasing competition from TikTok, was initially launched globally a year ago. However, this launch alone did not secure Instagram the position of the world’s most downloaded mobile application in 2020; that distinction went to TikTok.

TikTok continues to lead app store charts in terms of both installations and consumer spending, according to multiple independent reports.

An Existential Threat

For Facebook, TikTok poses a significant threat to its core business. A shift in user attention towards other platforms could lead advertisers to follow suit, impacting Facebook’s revenue.

A Two-Pronged Approach

Instead of solely competing with TikTok on one platform, Facebook is now utilizing both Instagram and Facebook, leveraging their interoperability to ensure compelling content is readily accessible across both services.

Investing in Creators

The company is also making substantial investments in the creator community to regain momentum.

In July, Facebook announced a commitment to invest over $1 billion in creators across both platforms through 2022. This fund will reward creators for various activities, including videos with in-stream ads, IGTV ads, and engagement with virtual currency “stars.” Both Instagram Reels and now Facebook Reels will be included in this initiative.

Additional Incentives

Facebook announced today that it will unveil additional bonus programs and seed funding in the coming months, specifically for Reels on Facebook. These programs will be funded from the aforementioned $1 billion commitment. The company refrained from providing specific details, but this news underscores the importance of Facebook Reels to the company’s overall strategy.

Rollout Details

The new Facebook Reels features will begin rolling out today, August 19, in the U.S. Initially, they will be available to a “small percentage” of U.S. users on both iOS and Android devices.

The feature will also continue to operate in India, Mexico, and Canada.